CAA Brand Identity: Editorial Style

CAA’s editorial style is clean, professional, and positive, employing an active tense and focus on a defined call-to-action whenever possible. CAA defers to the Chicago Manual of Style. While there are overarching trends in CAA’s writing style, voice and tone are tailored to specific audiences for individual departments and programs.

Please observe these guidelines in official CAA-produced communications when referencing the following:

  Acceptable Unacceptable
  • Cal Alumni Association (CAA)
  • CAA (after introducing parenthetically)
  • I work at the Cal Alumni Association
  • I work at CAA
  • California Alumni Association
  • The CAA
  • I work at the CAA
  • I work at Cal Alumni Association
The University
  • University of California, Berkeley
  • Cal
  • UC Berkeley
  • Berkeley (after introducing as UC Berkeley or University of California, Berkeley)
  • CAL
  • Cal Berkeley
  • U.C. Berkeley
  • UCB
Calendar Information
  • Dec. 8
  • December 8
  • 10 p.m.
  • 10:00 p.m.
  • Monday
  • Mon.
  • California (in ordinary, running copy)
  • CALIFORNIA® Magazine (in titles and collateral)

Either version can be accompanied by “magazine” in lowercase (except in headers).

  • California Online
  • CALIFORNIA Online (if italics not available)